Perhaps you're wondering how the Mobile Suit Gundam series has managed to stay so incredibly popular? Beyond the endless stream of Gunpla models, merchandise, and annual anime releases, what's the real secret to this IP's 46-year run?
Recently, at the "AWS Media & Entertainment Symposium 2025" forum hosted by AWS, Naohiro Ogata, General Manager of Bandai Namco's IP Production Headquarters and Gundam Division, took the stage. He broke down the IP's recipe for success, offering insights into how Gundam reached its peak.
Ogata pinpointed the true turning point for Gundam's massive leap: "The 1:1 life-sized Gundam erected in Odaiba in 2009." He explained, "Before that, everyone saw Gundam as an anime character. But once the life-sized statue appeared, not just in Japan, but globally, perceptions completely shifted." It didn't just make Gundam a Japanese icon; it ignited people's imaginations about the series, drawing in huge numbers of international visitors.
This "you literally walk up and see a Gundam" kind of jaw-dropping experience instantly propelled the IP's value to another level.
▼ The "life-sized Gundam" displayed in Odaiba in 2009 was later replaced in 2017 by the "life-sized Unicorn Gundam" we see today.
Since then, life-sized Gundams have continued to pop up in various locations: the Freedom Gundam in Shanghai, the ν Gundam in Fukuoka, the "Moving Gundam" in Yokohama, and this year's "Gundam Pavilion Expo Gundam" at the Osaka Kansai Expo. Paired with various shows and events, these not only boosted tourism but also made Gundam more familiar to everyone, expanding the IP's influence.
Furthermore, these experiences are perfectly integrated with the official "THE GUNDAM BASE" stores, creating a seamless flow: "See Gundam → Head straight to Gundam Base to shop." With 31 official stores worldwide, it's been a commercial triumph. Especially in recent years, over half of Gunpla revenue comes from overseas. While China and Southeast Asia were initially key, North America saw explosive growth during the pandemic, expanding the global market.
Recalling his early days at the company, Ogata humorously remarked, "When I joined, I was told: Gundam cannot fail. If it fails, thousands of people across the group will lose their jobs."
Starting his career in anime production, he now oversees the IP's creation and business empire—a journey he admits was somewhat unexpected. But he candidly stated that the responsibility drives him, pushing him to work hard and avoid any regrets as he steers Gundam towards global prominence.
Regarding current projects, Ogata mentioned the first live-action Hollywood film for "Mobile Suit Gundam", being produced with Legendary Pictures. Of course, there are also games, Gunpla, and more physical experience plans in the works. He also noted that "there's no guaranteed formula for success," but the entire team is committed to continuously expanding the Gundam IP globally, moving towards even longer-term goals.
Ogata's passion and vision for Gundam are clear. In recent years, the Gundam IP has indeed carved out a more dominant presence than ever before. It will be exciting to see what new impacts and phenomena this IP brings us in the future.
via： inside-games